Author Archives: anna_lantz

User scenarios – a powerful tool for higher conversion rates

by anna_lantz Posted on 15 May, 2012

What would you call the story of a user who wants to perform a task and fails? Some call it user scenarios but for me they are best describes as “situationas”. Situationas (or user scenarios) are stories that express user … Continue reading →

Posted in storytelling, user experience | Tagged conversion rate, personas, use case, use scenario, user needs, user story, web development | Leave a comment

Content Jeopardy – Is your web providing answers or raising questions?

by anna_lantz Posted on 26 April, 2012

Ellen talked to yet another annoyed client on the phone. “Did you know I had to wait on the phone for 40 minutes, listening to a stupid voice telling me I should start looking for information on your website?. If … Continue reading →

Posted in Content Management, Content Strategy, user experience, web strategy | Tagged call center, five whys, goals, governance, save time, user, web | Leave a comment

Are you solving problems or producing solutions?

by anna_lantz Posted on 3 April, 2012

Evan found himself surrounded by solutions. They were everywhere; on the floor, on his desk, in his briefcase. The ultimate scenario, right? Always having a solution whenever you might need one, he thought to himself and folded yet another paper … Continue reading →

Posted in concepts, Content Strategy, user experience | Tagged bdd, problem solving, user needs | 2 Comments

What is the point?

by anna_lantz Posted on 21 February, 2012

On this page you will find information about my latest story. The story might be difficult to read due to several reasons. If you need a higher contrast on the screen I suggest you adjust contrast in your web browser. … Continue reading →

Posted in Content Strategy, user experience | 3 Comments

Personas without storytelling – nothing more than expensive wallpaper?

by anna_lantz Posted on 8 February, 2012

The project team was gathered in the project room. Every wall was covered with pictures of people that represented different user groups for the system they were about to build. – They are called Personas, the project manager announced, and … Continue reading →

Posted in storytelling, user experience | Tagged development, personas, project, storytelling | 5 Comments

Search based vs. predefined navigation, 2-0

by anna_lantz Posted on 24 January, 2012

Sally was desperate to find a specific form to apply for sick leave. She had been told that she could find it on the ”Navigation is king” website. – Hmm, I don’t know what the form is called… and I … Continue reading →

Posted in Content Strategy, user experience | Tagged information architecture, navigation, ux | 3 Comments

6 insights about sustainable web concepts

by anna_lantz Posted on 21 December, 2011

Storytelling gives a deeper understanding of why things are the way they are. This article summarizes lessons learned from my experiences related to web concepts in 2011. A great solution needs a real problem Anyone can build a web site … Continue reading →

Posted in Content Management, Content Strategy, user experience, web strategy | Leave a comment

The news abuse – content overdosed

by anna_lantz Posted on 14 December, 2011

Mike headed downtown to the new library to find a particular book about dinosaurs. The task was to bring back the book to class today without any help from the elementary school teacher. When he arrived at the library he … Continue reading →

Posted in Content Strategy | Tagged content, context, destination page, information architecture | Leave a comment

Attaining loyalty: the strive for shorter visits

by anna_lantz Posted on 6 December, 2011

The Hanson family, a frequent buyer of food online suddenly switched their engagement from one web store to another. They ended up with exactly the same groceries, delivered the same day at a higher cost. Did they feel disappointed? Mislead? … Continue reading →

Posted in Content Strategy, user experience | Tagged conversion, e-commerce, ux | Leave a comment